Digital Marketing Strategy Template for Nepal
Use this framework to build a one-page strategy before you spend on ads or agencies. It aligns with how we plan campaigns at Gurkha Technology — goals first, channels second, budget in NPR, measurement last.
1. Situation analysis
- Business: [Name, sector, location]
- Current digital presence: Website, social, marketplaces (Daraz?), GBP listing?
- Competitors: [3 names + what they do well on Google/social]
- Strengths / weaknesses: [Internal SWOT bullets]
Benchmark costs: website cost, agency pricing, Google Ads CPC.
2. Goals & KPIs (12 months)
| Business goal | Marketing KPI | Target |
|---|---|---|
| Revenue | Qualified leads / month | [e.g. 40] |
| Brand awareness | Organic sessions | [e.g. +50%] |
| E-commerce | Conversion rate | [e.g. 2.5%] |
3. Target audience
Define one primary persona: demographics, city (Kathmandu vs nationwide), language (Nepali / English / both), pain points, and where they search (Google, Facebook, YouTube, WhatsApp).
4. Channel mix
| Channel | Priority | Role |
|---|---|---|
| SEO | High / Med / Low | Long-term traffic |
| Google Ads | High / Med / Low | High-intent leads |
| Meta Ads | High / Med / Low | Discovery & retargeting |
| Content | High / Med / Low | Trust + SEO |
| Local SEO / GBP | High / Med / Low | Map pack & calls |
Decision guide: Google Ads vs Meta Ads in Nepal.
5. NPR budget (monthly)
| Line item | NPR / month | % of total |
|---|---|---|
| Media spend (Google/Meta) | [40,000] | 55% |
| Agency / freelancer fees | [25,000] | 35% |
| Tools (analytics, email, CRM) | [5,000] | 7% |
| Content production | [2,000] | 3% |
Seasonality: increase 30–50% during Dashain/Tihar for retail — see PPC budgeting in Nepal.
6. 90-day action plan
- Month 1: Analytics (GA4/GTM), baseline audit, quick wins on site speed and GBP.
- Month 2: Launch one paid channel test (NPR 20–40k), publish 2 pillar content pieces.
- Month 3: Scale winning ads, start email/WhatsApp nurture, review KPIs.
7. Map channels to the full stack
This template is the planning layer. Execution sits on the digital marketing stack Arjan KC uses in Nepal: search, paid, social, content, email, web, analytics, and conversion — plus WhatsApp and call paths. Do not fill every row on day one. Pick the close path first (form, call, or WhatsApp), then the channel that already has intent.
- Local service (clinic, salon, workshop): GBP + local SEO before brand films.
- High-intent professional services: Google Ads with a dedicated landing — education method on the consultancy PPC case.
- D2C / catalog: technical e-commerce SEO then festival URLs. Sequence from the fashion SEO case.
- Tourism: route or property pages, not a Kathmandu aggregator homepage — hospitality · travel agencies.
Industry hubs cover education, healthcare, insurance, legal, restaurants, real estate, retail, manufacturing, banks, fintech, NGOs, aviation, automotive, agriculture, construction, cooperatives, logistics, energy, jewelry, beauty, and events. City hubs now include Kathmandu Valley, Pokhara, Chitwan, Biratnagar, Dharan, Hetauda, Butwal, Nepalgunj, Birgunj, Janakpur, Itahari, and Bhairahawa.
8. Measurement sheet (copy into your doc)
Write the KPI in one sentence before you buy media. Examples: “qualified study-abroad consults,” “workshop booked calls,” “COD orders that actually shipped.” Vanity reach is not a KPI. Tracking setup: conversion tracking · GA4 · CRM / lead management.
| Source | Event | Owner | Review cadence |
|---|---|---|---|
| Google Ads | Qualified lead / call | Media | Weekly search terms |
| Meta | Lead or chat start | Media | Creative fatigue |
| Organic / Maps | Calls, directions, landing sessions | SEO | Monthly |
| WhatsApp / phone | Offline conversion import | Sales | Weekly log |
Planning cost ranges (not a census): Benchmark Report 2027. Agency vs in-house money: pricing guide.
9. Mistakes this template is meant to prevent
- Buying ads before the landing page matches the query (Quality Score and bounce).
- One “Nepal” campaign for Kathmandu and Pokhara when Maps and language differ.
- Festival spend on a homepage with twelve exits.
- Inventing case-study percentages in the “proof” cell — use published cases or leave it blank.
- Splitting Facebook, Google, and website vendors with three different prices — fix with IMC.
Related guides (strategy cluster)
- Competitor analysis with free tools (situation analysis)
- Customer research: interviews, surveys, and reviews (target audience)
- Positioning and value proposition
- Complete SEO Guide Nepal 2026
- E-commerce in Nepal
- How to start an online store
- DM careers & salary (for hiring)
- Digital Marketing course notes
- Marketing dictionary
Frequently Asked Questions
Template vs custom strategy — when is this enough?
This template is enough to align goals, audiences, channels, NPR budget, and KPIs before you spend. Go custom when you need account restructuring, tracking fixes, or multi-city rollouts — request a strategy call and we scope it from your audit.
What KPIs should a Nepal business track monthly?
Leads or orders, cost per lead or ROAS, organic sessions by landing page, and call or WhatsApp volume from Search Console and GA4. Vanity reach without revenue attribution is not a KPI here.
What budget should I plan in NPR?
Start from your revenue target and work backwards to a test budget you can sustain for 90 days. Most Valley SMEs test Search plus Meta in the low five figures monthly before scaling winners — the template includes a budget sheet with that math.
How do I use this template with a free audit?
Fill in sections 1 to 5, then send it with your Search Console and ad account access. The audit maps your gaps to sections 6 to 8 so the 90-day plan starts from evidence, not guesses.
Need help executing?
I turn templates into live campaigns with tracking and reporting. Request a strategy call or explore PPC services.
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